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MullenLowe Group Presents 'Cozy With Cookies: Our Brain & Behavioral Targeting' at SXSW


'Baking the internet' one customised ad at a time

MullenLowe Group Presents 'Cozy With Cookies: Our Brain & Behavioral Targeting' at SXSW

Is it time to re-evaluate your relationship with cookies? Cookies are trails of information that curate a behavioural targeting mechanism that facilitate user-specific advertisements and customised feeds – solely based on your internet consumption. At this year’s SXSW Interactive Festival, global creative network MullenLowe Group will investigate the complexities of your comfort with cookies and the reactions made as a result of your viewing habits. 

A diverse group of leading experts will explore the phenomena in depth, led by Archana Iyer, Senior Brand Planning Director, MullenLowe Lintas Group, India, who says: “Web based cookies act like comfort food for our brain. Our world view and self-worth are influenced by behaviourally targeted ads and tailored feeds; this phenomenon is transforming the landscape of digital media today.”

Supriya Gokarn, Consumer Insights Lead - Google Home, Chromecast & Google Wifi, will join Archana to discuss the topic, commenting, “For both consumers and brands, cookie-based data can represent a real balancing act. For consumers, there is the benefit of being served relevant content and ads at the right time on the one hand, and doubts about privacy on the other. Brands need to balance opportunities to provide consumers with real value at key moments and improve the experience, while maintaining trust. Individual consumers and brands will balance each aspect and view the trade-offs differently. Our panel at SXSW will shed more light on these choices and what they mean for both parties.”

Dr. Jennifer Golbeck, Director, Social Intelligence Lab, University of Maryland and author of the 2013 book, Analyzing the Social Web will also discuss the topic as a panellist. Dr. Golbeck immerses herself in the inner workings of internet tools to understand the implications of our choices and actions, adding, “The technology that analyses us, filters content, and controls what we see is fascinating from a scientific perspective. It also raises serious questions about privacy and autonomy.” 

Lastly, Dr. Christopher Summers, Assistant Professor of Marketing, University of South Carolina, will bring another unique academic voice to the discussion: “We as humans have a strong desire for introspection. When big, meaningful questions arise, sometimes the answers come from surprising places. My research finds that people learn about themselves through online advertisements and I am excited to engage with the SXSW community on the practice of behavioural targeting and its impact on consumer psychology.”

What: ‘Cozy With Cookies’: Panel on psychology and behavioural targeting at the SXSW Interactive Festival

When: March 11th, 12:30 – 1:30pm

Where: Hyatt Regency 

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MullenLowe U.S., Sat, 11 Mar 2017 14:49:06 GMT